Jacks Menus

Each year, the Jacks brand redesigns its menus for the coming winter season. I designed the menus for two separate winters from 2024 to 2026. For Winter 25/26, the client asked for a rebrand to align the menus with their core values. I worked closely with the company's director and managers to communicate my ideas and create a stronger outcome. The rebrand called for creating new drinks, snacks, à la carte, evening and wine menus.

The challenge

The menus didn't feel on-brand with the company's values.
Simple and effective, but with no outstanding personality.
A lot of text crushed into one page (reverse page had kids menu and colouring-in on it)

The solution

Separate French and English pages to provide more space.
Research was done into the psychology of menu design and why things perform well. This led to highlighting dishes and calling out special sections to give each part of the menu its own reason to stand out without making the page too busy.
The psychology of the price point positioning was also researched, and I found that the benefits of moving the price to the bottom of the description will create a higher chance of being chosen.
The kids menu was moved to a separate page that could be printed in house.

The challenge

Drink menus didn't stand up during busy lunch services
Too busy
The material weathered and tore very quickly
Dark backgrounds became scratched and aided the weathered look

The solution

Strip back the menu to include only the essential drinks.
Research into strong menu boards and the user journey.
I tied in the drinks menu with the food menus and tried to give each section/page its own look and feel to highlight its own special features.

Back to menu

CHARLOTTE BRENNAN

Jacks Menus